Brand strategy

A strong brand is the emotional and strategic core of any organisation, and it is inherently linked to culture and values: together, these elements underpin sustainable growth. Uncovering and articulating brand purpose, positioning, personality and promise, and ensuring every touchpoint reflects a cohesive and compelling identity (both internally and externally), requires engagement with customers, colleagues, leadership teams and the market. It is among the most critical projects a business will undertake, whether launching, rebranding, or evolving to meet new market demands. I can steer and support the journey to an outstanding brand strategy which aligns with company culture, strengthens customer loyalty, and sets your business apart.

The experience I’ll bring

Brand strategy and innovation

  • Integrated six acquired brands, from visual identity to messaging frameworks, across four industries and disparate audiences

  • Created and grew a new brand and values in four months, then achieved third highest brand awareness in the market, two years after launch

  • Selected and worked with (and for) best-in-industry creative partners

Small and large business brand campaigns

  • Delivered multiple small business brand transformations in Beijing, China

  • Delivered major through-the-line brand campaigns for UK and global telecoms companies

Insight and research leadership

  • Steered in-depth brand research and insight projects across multiple markets and clients

  • Led internal strategy workshops, from leadership team to front line colleagues

  • Acquired deep understanding of internal and external brand value

Value proposition development

Building an outstanding, client-focused value proposition is a strategic imperative that can unlock clarity, competitive advantage, and growth. A strong value proposition is the foundation of how you communicate your unique value to customers, investors, and partners. An objective, market-informed perspective on your value prop will identify gaps, refine messaging, and ensure it aligns with customer needs and business goals. Whether you're launching a new product, repositioning in the market, or simply seeking stronger customer engagement, a well-crafted value proposition will drive better alignment, sharper marketing, and more effective sales outcomes.

The experience I’ll bring

Proposition strategy

  • Moved global assurance business’s value proposition into a new market category, aligning messaging and USPs for four disparate solutions portfolios

  • Established proposition marketing functions and strategies in global and mid-tier organisations

  • Crafted multiple client-focused value propositions across diverse sectors and audiences

Proposition messaging & execution

  • Created and delivered value proposition enablement strategies to sales, marketing and client facing teams

  • Collaborated with agencies and copy-writers to create end to end business messaging frameworks

  • Implemented new value proposition messaging at all levels of internal and external hierarchies

Marketing leadership and org design

There is no single right answer for marketing leadership and function design, but getting it right is a game-changer for organisations aiming to scale, adapt, or drive efficiency. Bringing an external perspective to assess current team dynamics, identify gaps, and design a fit-for-purpose marketing organisation is a short cut to growth and productivity, and deliver objectivity at a potentially sensitive time. Whether you're building a new team, navigating change, or seeking stronger marketing leadership in the business, expert guidance can help you create a high-performing marketing function with the right roles, processes, and leadership in place.

The experience I’ll bring

Organisational design

  • Redesigned marketing organisations end-to-end at four organisations (two global)

  • Right sized teams and improved capabilities to fit both growing and shrinking budgets

  • Created new strategic marketing capabilities

Change management strategy

  • Kept a global marketing team of 80 colleagues motivated and cohesive through separation from a parent company into private equity ownership

  • Evaluated AI and other efficiency tools against team capabilities and impacts

Leadership and talent development

  • In partnership with internal and external L&D experts, designed leadership training programmes

  • Nurtured and coached team members and other functional colleagues on talent programmes

  • Achieved company-best employee engagement scores across global marketing functions

  • Deep understanding of motivation, employee engagement and team dynamics

Corporate communications

Engaging support to shape your corporate communications strategy ensures your business speaks with clarity, consistency, and credibility across every audience. In an environment where reputation is everything (and is easy to lose), well-crafted communication builds trust with employees, investors, media, and other key stakeholders. Define your narrative, align messaging across channels, and establish communication frameworks that support both day-to-day operations and critical moments — from change initiatives to crisis response.

The experience I’ll bring

Communications team development

  • Brought together disparate internal and external comms expertise into one aligned team

  • Integrated communications functions into and alongside marketing functions

  • Established a seat at the executive leadership table for internal and external comms leaders

Internal communications

  • Transformed internal communications strategies and team profiles (tactical to strategic)

  • Build internal and crisis comms structures across global organisations

External communications

  • Driven share of voice through recruitment and nurture of comms experts and agencies

  • Build and steered end-to-end comms strategies for multiple M&A and other market announcements

  • Identified new media and PR strategies for small and large organisations

Go to market strategy & process

Developing or refining go-to-market (GTM) strategy accelerates the path to growth and creates a more efficient commercial engine, but efficiency and clarity is critical. A strong GTM strategy aligns product, marketing, sales, and operations around a clear plan for reaching and winning the right customers; with that matrix of stakeholders, an outside-in perspective will help to objectively assess processes, identify market opportunities, define target segments, clarify positioning, and build the roadmap for launch or growth. Expert guidance ensures your GTM strategy is grounded in insight, and your processes are ready to welcome technology and AI innovation in order to to improve speed to market and increase measurable impact, from NPD to sales enablement.

The experience I’ll bring

GTM strategy and process

  • Implemented end to end GTM strategies alongside tailored marketing organisational design to drive creativity, efficiency and speed of execution

  • Led internal GTM strategy workshops and war rooms, aligning leadership teams, marketing functions and agencies

  • Implemented marketing technology, AI tools and processes efficiencies to increase speed to market and team productivity while reducing operating costs

  • Aligned GTM strategy and process with clear metrics and ROI measures

Enablement

  • In partnership with internal and external L&D experts, designed sales and front line colleague training programmes aligned to value propositions

  • Created sales and marketing enablement strategies for sales teams of all sizes

  • Deep awareness of the relationship required between sales and marketing teams to drive seamless GTM and close opportunities